Last night’s Transform Awards honoured the best in European rebranding, repositioning and brand transformation. The celebratory dinner, held at The Brewery in London, was hosted by the Festival of the Spoken Nerd’s Steve Mould.

Transform, now in its fourth year, saw a record number of entries from in-house teams, design agencies and non-profit organisations in different sectors across Europe. The 56-company strong shortlist led to 18 individual companies taking home a gold award across 27 categories.

The grand prix award was bestowed upon Cancer Research UK, whose cheerful, innovative rebrand has been visible across the country from the high street to the Underground platform. The rebrand featured a change in the tone of voice from fear-inducing to comforting, friendly and warm. This marked a change in direction for CRUK’s communications as the organisation is now better-placed to communicate its core remit as a scientific research organisation.

“This year the judges felt that all of the winning companies had a near-perfect blend of strategy creativity, and implementation. However, one winner stood above the rest and we were delighted to present Cancer Research UK with the grand prix,” publishing editor of Communicate magazine Andrew Thomas says.

Cancer Research UK also took home two gold awards and one silver. Other multiple winners included B&CE with Living Group, The Donkey Sanctuary and The Allotment, and Shanks Group and PIN Creative.

Official and attendee generated photographs of the evening can be found at Communicate's Facebook page.

The full list of winners is as follows:

Best visual identity

Gold - Cancer Research UK (Interbrand)

Silver - America's Cup Event Authority (Designwerk)

Bronze - B&CE, The People’s Pension (Living Group)

Highly commended - Destination Shrewsbury (& SMITH and We All Need Words)

Highly commended - Max Fordham (David Carroll & Co)

 

Best use of a visual property

Gold - FastJet (SomeOne.)

Silver - B&CE, The People’s Pension (Living Group)

Bronze - Majestic Shower Company (Appetite Consultancy)

 

Best brand architecture solution   

Gold - Mr & Mrs Smith (Goosebumps Brand Consultancy)

Silver - Liberty Global (venturethree)

Bronze - SWS UK (Native Studios)

Bronze - University of the Arts London

 

Best use of copy style/tone of voice   

Gold - Cancer Research UK (Interbrand)

Silver - Destination Shrewsbury (& SMITH and We All Need Words)

Bronze - Almaren (me&dave)

Bronze - Shakespeare School (Storience)

 

Process

Best internal communication of a rebrand   

Gold - Legal & General (Smith & Milton)

 

Best implementation of a rebrand

Gold - B&CE, The People’s Pension (Living Group)

Silver - Max Fordham (David Carroll & Co)

Bronze - Kaiser Partner (Goosebumps Brand Consultancy)

Highly commended - FastJet (SomeOne.)

Highly commended - SWS UK (Native Studios)

 

Best implementation of a rebrand across multiple markets   

Gold - Infront Sports and Media (Designwerk)

Silver - HSBC (GLIMMA) Strategy

 

Best brand guidelines   

Gold - Telenor Group (Pajama)

Silver - HSBC (GLIMMA)

 

Best creative strategy   

Gold - Max Fordham (David Carroll & Co)

Silver - Destination Shrewsbury (& SMITH and We All Need Words)

Silver - Worldmark (Goosebumps Brand Consultancy)

Bronze - HomeProtect (The Allotment Brand Design)

Highly commended - Corney and Barrow (venturethree)

 

Best brand evolution   

Gold - The Donkey Sanctuary (The Allotment Brand Design)

Silver - Business Disability Forum (Fairley & Associates and Studio Blackburn)

Bronze - Kaiser Partner (Goosebumps Brand Consultancy)

Highly commended - Max Fordham (David Carroll & Co)

Highly commended - Tata Consultancy Services

 

Type

Best corporate rebrand following a merger or acquisition   

Gold - Bank of Scotland (Rufus Leonard)

Silver - FastJet (SomeOne.)

 

Best corporate rebrand to reflect changed mission/values/positioning   

Gold - Worldmark (Goosebumps Brand Consultancy)

Silver - Ranir (Appetite Consultancy)

Bronze - Vlerick Business School (Landor Associates)

Bronze - Ymens (Brandtailors)

Highly commended - America's Cup Event Authority (Designwerk)

 

Best brand consolidation   

Gold - Shanks Group (PIN Creative)

Silver - SWS UK (Native Studios)

Bronze - Agricola (Brandtailors)

 

Best rebrand of a digital property   

Gold - Thunderhead.com (Handsome and The Feral Creative)

Silver - Koozai (Koozai)

Bronze - McCarthy & Stone (Redweb)

 

Sector

Best rebrand from a charity/NGO/non-profit

Gold - The Donkey Sanctuary (The Allotment Brand Design)

Silver - B&CE, The People’s Pension (Living Group)

Silver - Cancer Research UK (Interbrand)

Bronze - Alder Hey Children's Charity (USP Creative)

Bronze - Business Disability Forum (Fairley & Associates and Studio Blackburn)

 

Best rebrand from the financial services sector

Gold - B&CE, The People’s Pension (Living Group)

Silver - HomeProtect (The Allotment Brand Design)

Bronze - Bellpenny (The Beautiful Meme)

Highly commended - Kaiser Partner (Goosebumps Brand Consultancy)

Highly commended - Smith & Williamson (Bell)

 

Best rebrand from the industrial and basic materials sector

Gold - Shanks Group (PIN Creative)

Silver - Beldam Crossley (Clock Creative)

Bronze - INEOS (Corporate Edge)

Highly commended - SWS UK (Native Studios)

 

Best rebrand from the professional services sector

Gold - Benchmark (Attract)

Silver - Max Fordham (David Carroll & Co)

Bronze - Cornerstone Barristers (Thinkfarm)

Highly commended - Investance Group (VGROUP)

Highly commended - Thunderhead.com (Handsome and The Feral Creative)

 

Best rebrand from the property sector

Gold - London & Quadrant (Bell)

Silver - Almaren (me&dave)

Bronze - GL Hearn (JohnstonWorks)

 

Best rebrand from the public sector


Gold - The National Skills Academy for Social Care (Goosebumps Brand Consultancy)

Silver - Destination Shrewsbury (& SMITH and We All Need Words)

 

Best rebrand from the technology, media & telecommunications sector

Gold - Lotus (Mytton Williams)

Silver - Tata Consultancy Services

Bronze - Ymens (Brandtailors)

Highly commended – Unitymedia (venturethree)

 

Best rebrand from the tourism & leisure sector

Gold - Weingut Erich Meier (Scholtysik Niederberger Kraft AG)

Silver - Destination Shrewsbury (& SMITH and We All Need Words)

Bronze - Brio Leisure (Studio North)

 

Best rebrand from the utilities sector

Gold - EDF Energy (Corporate Edge)   

 

Region

Best rebrand from Eastern Europe

Silver - Grupa Topex (Dragon Rouge)

Bronze - Agricola (Brandtailors)

Highly commended - Petrocart (NON)

Highly commended - Ymens (Brandtailors)


 

Best rebrand from Western Europe

Gold - Vlerick Business School (Landor Associates)

Silver - Unitymedia (venturethree) Best rebrand from Russia

Gold - Coral Travel (Carnegie Orr)

Silver - Vipservice (Solovieva Team)

Bronze - Biletix (Solovieva Team)

 

Best rebrand from the UK

Gold - Heathrow Express

Bronze - Wyke Farms

Highly commended - Caffrey’s (Landor Associates)





Grand Prix

Cancer Research UK (Interbrand)